Sapporo is tapping into the high demand for hard seltzers with a creation of its own called Water Sour that's described as dry and low in calories. With just 3% alcohol, the hard seltzers bring the alcoholic seltzer concept to the United States from Japan, where young people are preoccupied with wellness and enjoying the social benefits of gatherings without getting heavily intoxicated.
Now available in crisp lemon and orange flavors in Japan, Water Sour features packaging that draws elements from American hard seltzers but also retains key components of Japanese labeling, such as text defined by black boxes. The splashy Water Sour cans feature a prominently placed star, which ties the Japanese hard seltzers to the Sapporo brand.
Key Themes Behind This Trend
- Low-alcohol Beverages
- Opportunity to create more low-alcohol options for health-conscious consumers.
- Japanese-inspired Seltzers
- Opportunity to infuse unique flavors and cultural elements into the popular hard seltzer category.
- Hybrid Packaging
- Opportunity to combine elements of different cultures in product packaging for a new, eye-catching aesthetic.
Where This Applies
- Alcoholic Beverage
- Opportunity for alcoholic beverage companies to expand their offerings to include more low-alcohol options for consumers looking to reduce their alcohol intake.
- Cultural Crossover
- Opportunity for companies to explore cross-cultural collaborations in product development and marketing.
- Seltzer Industry
- Opportunity for seltzer companies to differentiate themselves and target new audiences by offering unique, culturally-inspired flavors and packaging designs.
